NAVY RECRUITING COMMAND INSTAGRAM SOCIAL MEDIA … · Instagram is a public social media platform and, often, users will have personal conversations in this public space. Recruiters

NAVY RECRUITING COMMAND

INSTAGRAMSOCIAL MEDIA GUIDE

2017

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GETTING STARTED

NRC’s nationally managed social media properties (Facebook, Instagram, andTwitter) are meant to generate awareness, support the brand, and drivevisitors to navy.com. At the NRD/NTAG level, social media is meant togenerate leads and engage prospects with recruiters/sourcers. Everythingdone on social media should be aimed at making connections betweenprospects and recruiters.

This guide provides guidance for how to manage a personal Instagramaccount from an administrative point of view. It covers the steps involved withmaintaining an Instagram account, including how to set up an account, howto publish posts, and how to comment and respond to messages.

Instagram is a mobile-only app. Content can be viewed in a web browser on acomputer, but all activity is administered through the mobile application. Usershave the option to create personal profiles and/or business profiles. The basicfunctionality of the two types of profiles is the same. Business profiles haveadditional functionality and more information available regarding insights.

It’s important to recognize the role that Instagram plays in the social mediaspace. Instagram is a platform that promotes storytelling through compellingvisuals to inspire and motivate others. Although direct messaging is part of thefunctionality, it should not be the primary reason for using this platform.

NRD/NTAGs that wish to set up their own official station accounts may follow these same guidelines for establishing and engaging from their profiles.

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CONTENTS

I INSTAGRAM OVERVIEW 51. Benefits of Maintaining an Official

Account2. Responsibilities3. The Cost of Social Cold Calls4. Response Decision Tree5. Engagement Criteria6. Content Criteria7. Content Best Practices

III MESSAGING 251. Responding to Comments2. Direct Messages3. Deleting Comments

V INSTAGRAM STORIES 351. Overview2. Adding Content3. Editing Content4. Posting Content5. Tagging Location

VII WHO TO CONTACT 44

II NAVIGATING INSTAGRAM 131. Creating a Profile2. Managing Settings3. Posting Content 4. Tagging People5. Editing a Post6. Reposting

IV BUSINESS ACCOUNTS 301. Overview2. Creating a Business Account

VI ADDITIONAL RECRUITING TOOLS 411. Sourcing Your Market2. Finding Applicants Using

Rtools

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I.

INSTAGRAM OVERVIEW

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BENEFITS OF MAINTAINING AN OFFICIAL ACCOUNTInstagram can be a great way to interact with and nurtureprospective recruits. The nature of Instagram is much more publicthan Facebook, and interactions with strangers are morewelcome.

• The majority of users are under the age of 35, according toScienceDaily.

• There are 400 million daily active users.

• You can follow, engage with, and send direct messages toprospective recruits.

Use Instagram as a recruitment tool with a professional recruiteraccount, an official station account, or both.

I. INSTAGRAM OVERVIEW

1.

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RESPONSIBILITIES

Each recruiter is responsible for managing their own personal profilein a manner that aligns with the guidelines outlined in thisdocument. This includes creating and sharing Instagram posts,responding to comments, and communicating via Direct Messages.

• Create and post Instagram content for followers

• Repost national Navy content (see page 24)

• Respond and/or like relevant comments on Instagram posts within 24 hours

• Remove spam or confidential information that has been posted publicly

• Direct questions to a Direct Message (DM), email or phone number if situation isinflammatory or needs to be escalated

INSTAGRAM POSTING / CONTENT SHARE-OUT

RESPONDING TO WALL POSTS & COMMENTS


2.

• Address within 24 hours

• Don’t ask for confidential information

• Direct individuals to local recruiter when applicable

RESPONDING TO DIRECT MESSAGES

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THE COST OF SOCIAL COLD CALLSSocial media can be a very useful prospecting tool, but if used improperly, it can be worse thanhaving no presence at all. Instagram is a public social media platform and, often, users willhave personal conversations in this public space. Recruiters/sourcers should feel comfortableto like or comment on users’ posts, and engage with users via Direct Messaging (DM).However, keep in mind that reaching out to people who have not already made a connectionwith you requires finesse.

These screenshots of Facebook DMs can serve as guidance for reaching out to users onInstagram.


3.

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RESPONSE DECISION TREE


4.

Person Comments on

Post

Does it Meet Community Guidelines?

Is it a general question

unrelated to recruiting?

Is it a recruiting question?

Ask the individual to

send a DM or call to speak to

someone

Hide or Remove from

Post

For Station Accounts:

PAO Responds

Send to DM

Address all questions in a timely manner; do not ask the recruit to

share confidential information

NO

YES

NO

NO

YES

YES

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ENGAGEMENT CRITERIA

ü Minors or anyone under age 13

ü Content that is highly political in nature or generally negative

ü Users that appear to be spam, robots, or people trying to sell something

ü Content that involves illegal activities

ü Posts or comments that trash another individual, celebrity, or brand

GENERAL

DO NOT ENGAGE WITH


5.

Use this to determine when to engage with a user or hide, block or delete comments.

ü Check in on your profile at least 3x a day. This should be part of the profile owner’sdaily responsibility.

ü Engagements should take place between 8am and 10pm unless urgent.

ü Always respond to posts as the voice that reflects positively on the Navy.

ü Engage or acknowledge people speaking positively.

ü Comments that are inappropriate or altered

ü Any information that shouldn’t be shared publicly, including phone numbers, SSN#,email address, or medical conditions

HIDE OR DELETE

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CONTENT CRITERIA

ü Use an image, text, or link that has been taken or copied from any other brand, person, artist, etc.

ü Use images, photos, or logos that are altered or misrepresented.

ü Use photographs that feature minors, unless you have their parents’ or guardian’s written permission.

DO

DON’T


6.

Use this to determine whether or not you should post the content to your Instagram followers.

ü Confirm that the image, text, and/or link is relevant to your Instagram followers.

ü Secure permission to use the image from the individual who took it.

ü Confirm content being posted is unbiased and does not include personal opinion.

ü Use content that appropriately reflects America’s Navy.

ü Re-share of posted content from fans.

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CONTENT BEST PRACTICES


7.

Types of ContentWhile Instagram can be used to post promotional photos and videos, this type of contentdoesn’t always make for the best experience. Aim to share content that is authentic and thattells a visual story—includes real people and real moments. Ask questions and share uniqueperspectives that your followers can’t get anywhere else.

Quality CheckBe sure to take well-composed, well-lit photos to catch the user’s attention. Consider addinga theme to your photos and videos that help you stand apart from other content. Play aroundwith different angles and perspectives.

HashtagsInclude hashtags in your captions to boost visibility. Popular examples include #TBT or#ThrowbackThursday, #MondayMotivation, #WorkoutWednesday, etc. Spend some timeexploring other content on Instagram to familiarize yourself with other frequently usedhashtags.

Time & PlacePost consistently and during optimal times. Timing requires testing based on when youraudience is most engaged, so try different times of the day and throughout the week to learnwhat those times are. In general, posting during non-workday hours generates higherengagement.

Tagging your location on relevant posts adds them to the feed for that location, boostingvisibility of your content.

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II.

NAVIGATING INSTAGRAM

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Although Instagram is a mobile-first platform, profiles can be created viathe mobile app or on a web browser on a computer. Download the appor visit www.instagram.com to get started. You will need to include email,full name, and choose a username and password.

CREATING A PROFILEII. NAVIGATING INSTAGRAM

1.

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Tap here to upload orchange your profile image.


1.

Recommendations

Recruiter Accounts: Choose anengaging photo that reflects your life inthe Navy; perhaps a casual shot of youin uniform rather than an officialheadshot.

Station Accounts: For your profileimage, consider using either yourofficial NRD/NTAG logo or a currentphoto of your team.

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Finish creating your profileby filling in the rest of theinformation outlined here,including a detailed bioand URL if relevant.


1.

Recommendation:

You should choose a username anddescription that clearly identifies youas a recruiter or recruiting station forthe U.S. Navy.

Your bio should be clear and conciseabout who you are and what you offer.Refer to America’s Navy’s Instagramaccount for guidance on language. Asa local recruiter, you’ll also want to addyour location.

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MANAGING SETTINGS

To modify Settings for youraccount, navigate to your profileby tapping your profile image onthe bottom right.

Once there, tap the gear icon toaccess Settings.

II. NAVIGATING INSTAGRAM

2.

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MANAGING SETTINGS

From Settings, you can find and invite friends, view photos you’ve liked, logout of your account, view blocked users, and adjust your push notifications.


2.

NOTE: We recommend you keep your push notifications turned on,especially for Comments, New Followers, and Accepted Follow Requests.This will allow you to quickly follow up with prospects.

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POSTING CONTENT

All content must be posted toInstagram via the mobile app. Topost, tap the + icon on thebottom of the screen.


3.Page Navigation

Profile Picture

Post Creator

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POSTING CONTENT

Next, choose the photoyou want to use from thephotos saved on yourphone (Library). Youcan also take a Photo orVideo directly in the appby choosing from thoseoptions at the bottom.


3.Page Navigation

Profile Picture

Post Creator

You have the ability to add afilter to your image or video.However, in accordance withAmerica’s Navy brandguidelines, we recommendthat you do not add filters.

The final step before postingis to write a caption for thephoto. Captions should beshort and compliment thecontent shown in the photoor video. You also have theoption to Add Location andtag other Instagram users(see next page for more info).

Once complete, tap Shareto post content to your feed.

NOTE: You are unable to tagpeople in videos, but can @add them in the caption.

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TAGGING PEOPLEWhen you tag another user in your post, two things happen: they arenotified, and the post becomes part of their profile. Tagging is a usefulway to include others in your content (such as tagging a#FutureSailor) and to get on others’ radars. There are two ways to tagother Instagram users.


4.Page Navigation

Profile Picture

Post Creator

#1: Tag the Photo

Once you’re ready to write a caption for your photo, tap on Tag People, tap the photo, type @ and the username of the person you want to tag.

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TAGGING PEOPLE


4.Page Navigation

Profile Picture

Post Creator#2: Tag in the Caption

Type @ and username to findthe person you want to tagdirectly in the text of the post.

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EDITING A POST


5.

Your Page’s Published Posts

Go to the photo you wantto edit and tap the threedots in the upper rightcorner.

From the options that popup, tap on Edit. (NOTE:This is also where you candelete a post completely.)

Tapping Edit will give you theoption to edit the captionand also add/edit/removeLocation. Once changes arecomplete, tap Done.

You can edit the caption or location of posts. You cannot undo orremove any effects you’ve applied to a photo or video after you’veshared the content.

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REPOSTING


6.

Your Page’s Published Posts

The Navy Partnership’s social media team moderates and regularly adds content to America’s Navy Instagram account:

• www.instagram.com/americasnavy

You should feel free to share, or regram, content from this account to your own. You can do this by downloading an app such as Repost for Instagram.

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III.

MESSAGING

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RESPONDING TO COMMENTS

III. MESSAGING

1.

You should see the Page profile here that

indicates the account that’s publishing. If you see your own personal

profile picture, you should change it.

To view all the comments,tap “View all [number]comments.”

Scroll to read throughcomments. “Like” acomment by tapping onthe heart on the right sideof the comment. If there isa comment you want torespond to, tap Reply.

Tapping “Reply” tags thatperson and provides a dialogbox to type a response into.Once you’re done typing aresponse, tap Post.

It is important to respond to relevant comments on your Instagramposts to increase engagement. This can include liking or replying tocomments.

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DIRECT MESSAGES

III. MESSAGING

2.

From here, you can choose to post as any Page or business you

are admin of.

To access your DirectMessages (DM), tap thehome button at the bottomof the screen.

From there, tap the paperairplane icon in the topright corner.

Direct Messages caninclude text, photos, orvideos.

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DIRECT MESSAGES

III. MESSAGING

3.

From here, you can choose to post as any Page or business you

are admin of.

To initiate a conversation throughDM with another user, you mustfirst be following them.

Once you are following them, tapMessage on the top of the users’profile to send a DM.

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DELETING COMMENTS

III. MESSAGING

3.

To view all the comments,tap “View all [number]comments.”

Swipe left on the commentyou want removed. Tap thered box with the trash canicon to delete.

Recommendation:Delete comments that are inappropriate, inflammatory or derogatory towardother users, or that include personal information such as phone numbers orphysical addresses.

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IV.

BUSINESS ACCOUNTS

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OVERVIEW

IV. BUSINESS ACCOUNTS

1.

With Business Profiles, brands are able to utilize tools not available to standardprofiles. You have access to insights on your posts, letting you see clearly whichposts have the best engagement and information about the best day and timesto post. You can also add your station’s address and phone number.

The LPO of the station should make their account a business account. This willlink the Instagram profile with the station’s Facebook Page.

RecommendationWe recommend that only official stations accounts be converted intoBusiness Profiles. This provides more oversight and consistency inposting and content. Recruiters should submit their content to LPO/PAOsto post to Facebook.

To access insights on yourBusiness Profile, click thegraph icon in the top right-hand corner of your profile.

The following screen providesinformation on your followers(including growth anddemographics), impressions,and stats on individual posts.

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CREATING A BUSINESS ACCOUNT


2.

Go to your profile and tap the gearshift icon.

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2.

Tap Switch to Business Profile and select theFacebook Page you’d like to associate your BusinessProfile on Instagram with.

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2.

1. You must be an admin of thePage in order to connect the twoaccounts.

2. Make sure your profile is set toPublic. Private accounts can’tswitch to Business Accounts.

3. On the Set Up Your BusinessProfile page, review yourstation’s contact information,make any changes, and tapDone.

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V.

INSTAGRAM STORIES

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OVERVIEW

V. INSTAGRAM STORIES

1.

Instagram Stories is Instagram’s version ofSnapchat stories. This feature allows usersto share moments throughout the day in theform of videos and photos. The photos andvideos disappear after 24 hours and won’tappear on your profile grid or in users’feeds.

Stories from people you follow will beaccessible at the top of your feed. Whenthere is something new to see, their profilewill have a colorful ring around it.

To view someone’s story, just tap on theirprofile photo. Tap to go back and forward todifferent story segments or swipe to jump toanother account’s story. If you want tocomment on something you see, you cantap and send a private message to thatperson through Direct Messages. There areno likes or public comments on this content.

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ADDING CONTENT


2.

Your story follows the privacy settings of your account. If you set it to private,your story is visible only to your followers. When watching your own story,swipe up to check out who’s seen each photo and video.

To add content to yourInstagram Story, tapthe camera icon in thetop left corner of theHome screen.

From there you have theoption to capturecontent live within theapp or choose fromexisting assets saved onyour phone.

To access photos andvideos saved on yourphone, tap the image tothe left of the centercircle. A list of the mostrecent photos saved toyour camera roll appearat the bottom.

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EDITING CONTENT


3.

Once you add content to your story, you have the ability to edit the contentbefore posting. Options include: adding text or writing over the image, addingemoticons, and adding filters.

Swipe left onthe image toaccess differentfilters.

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POSTING CONTENT


4.

When content is ready, tap Next on the bottom right. From there you have theoption to add it to your story so that all followers can see, or choose to send thecontent directly to a person via Direct Message. Hit Send when ready.

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TAGGING LOCATION


5.

Instagram Stories are now surpassing Snapchat. How can this help us? While instories, you have an option to add a location tag; this will now be attached toyour local areas in your Instagram Story. This will show your post and informationto potential applicants that do not follow you.

To add a location tag, tap thehappy-face icon at the top of thescreen.

Choose Location from the menu ofstickers. A selection of nearbylocations will show up; select thecorrect one.

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VI.

ADDITIONAL RECRUITING TOOLS

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SOURCING YOUR MARKET

VI. ADDITIONAL RECRUITING TOOLS

1.

Instagram has a lot of tools that you can use to produce activity. By utilizing thesearch bar, you can find local gyms, teams, and high school or collegeclasses. You can search via hashtags such as #SeniorClass2018 or search for aspecific name such as Tom's River Crossfit, then pinpoint your local targetmarket and message them straight through the app.

The magnifying glass will bring you to theExplore tab of Instagram. This page isdifferent for every single user. You will seeStories on the top that may be of interestto you, as well as photos and videos thatpeople you follow have liked or that areliked by a large number of people.

Use the Search Bar to search forhashtags, places, or subject-specificcontent.

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FINDING APPLICANTS USING RTOOLS

VI. ADDITIONAL RECRUITING TOOLS

2.

Using Rtools with Instagram can lead to faster communication betweenapplicants and recruiters. Instagram and Facebook do something great that isso automatic it often goes unnoticed. When you receive a lead, school list, orASVAB score that has a phone number, you can input the number into yourphonebook and sync your contacts within the app. This will show the lead’sInstagram profile and provide another means of communication.

From your settings,choose Contacts.

Connect your contacts onthe next screen.

Allow Instagram toconnect to your contacts;you can disconnect at anytime.

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VII.

WHO TO CONTACT

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CONTACTS

If you come up against any issues on Instagram, or feel you should escalate a conversation or comment, please reach out to

LT Shannon BencsProgram Advertising Manager/Social MediaNavy Recruiting [email protected](901) 874-9243

MC1 Corey GreenMarketing and Advertising Creative DivisionNavy Recruiting [email protected](901) 874-7284

VII. WHO TO CONTACT

Documents

NAVY RECRUITING COMMAND INSTAGRAM SOCIAL MEDIA … · Instagram is a public social media platform and, often, users will have personal conversations in this public space. Recruiters